I like the Telus brand. I also like the cute animals they use to push their "Future is Friendly" messaging.
As a frequent movie-goer, I also love that Telus has partnered up with Cineplex to bring us Telus Tuesdays, where guests receive admission, regular popcorn and regular drink for about half price.
To help promote the Telus brand in association with this great offer, a microsite was launched with all of the info including a cast of characters and branded popcorn bags. At first glance, I was pretty impressed with this campaign, both from a consumer's perspective and in terms of the strategic partnership created between Telus and Cineplex...
...then I grabbed my seat inside the theatre.
Before your movie starts, Cineplex typically shows 5 or 6 ads (before the trailers) and I've noticed that they often coincide with the expected demographic for the film about to be screened. This is a great revenue stream for Cineplex and a great way for advertisers to reach a captive audience within their demographic.
As I sat there watching the screen, anxious for my film to start I saw ads for WIND Mobile, Rogers Wireless AND Bell Mobility!
I have no idea what Telus is spending in order to present the Telus Tuesday combo, but someone really dropped the ball when not one, but THREE major competitors all had ads displayed in the theatre prior to the start of the film.
Sure, Telus had the last ad before the trailers hit the screen, but it blows my mind that they didn't arrange some sort of exclusivity agreement to prohibit competitor's ads from being shown on Tuesday nights.
One sure-fire way to spoil a great branding campaign is to fail to protect your efforts from the competition. I congratulate Telus for a fantastic promotion but they lose points for overlooking some pretty important details.
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